The increasing influence of social media and user generated content has significantly transformed consumer behavior, with negative publicity emerging as a critical factor affecting brand perception and purchase intention. This study aims to investigate the impact of negative publicity on the purchase intentions of Generation Z consumers in Indonesia, focusing on the mediating roles of brand advocacy and brand betrayal. A quantitative research approach was employed, utilizing a structured questionnaire distributed to 158 respondents. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test four hypotheses regarding the relationships between negative publicity, brand advocacy, brand betrayal, and purchase intention. The findings indicate that negative publicity significantly reduces purchase intention, with brand advocacy mitigating its adverse effects, while brand betrayal amplifies the negative impact. These results underscore the importance of managing brand reputation in the digital age, highlighting the need for brands to adopt ethical marketing strategies and proactive reputation management to counter the detrimental effects of negative publicity. This research contributes to the understanding of how digital media influences consumer behavior, offering valuable insights for marketers seeking to enhance brand loyalty and mitigate the risks associated with negative publicity. The findings are particularly relevant for businesses targeting Generation Z in emerging markets like Indonesia, where social media plays a pivotal role in shaping consumer decisions.